A Stakeholder Perspective on Heritage Branding and Digital Communication

Adriaan De Man, Cristiana Oliveira

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Citations (Scopus)


How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully. This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication.

Original languageEnglish
Title of host publicationTourism and Culture in the Age of Innovation - 2nd International Conference, IACuDiT 2015
EditorsVicky Katsoni, Anastasia Stratigea
PublisherSpringer Science and Business Media B.V.
Number of pages9
ISBN (Print)9783319275277
Publication statusPublished - 2016
Event2nd International Conference organized by the International Association of Cultural and Digital Tourism, IACuDiT 2015 - Athens, Greece
Duration: May 21 2015May 24 2015

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference2nd International Conference organized by the International Association of Cultural and Digital Tourism, IACuDiT 2015


  • Archaeology
  • Museums
  • Portugal
  • Social networks

ASJC Scopus subject areas

  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting


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